Social Media…How much post engagement is enough?
There are two major players in the world of Facebook marketing: Reach and Engagement. Reach lets you know that your posts are actually getting to people and making it to newsfeeds. Engagement is the key to understanding whether or not your marketing is actively working – that means that links are being clicked, posts are being shared, and comments are being made. Reach has gone down exponentially with past Facebook algorithm changes, especially for businesses. This is not the death sentence to businesses on Facebook that many predicted, however. Engagement is still the biggest indicator of success for social media marketing.
Even so, how much is enough when it comes to engagement?
There’s no one formula to say how much post engagement is enough. The best thing to do is to look at key aspects of successful post engagement, including:
Unlike publicity, there is such a thing as bad post engagement. Negative experiences, spammy comments and other clutter can be seen as detrimental to the post. It’s not possible to avoid negative comments, however – some people just have nothing nice to say. But it is possible to respond to negative reviews professionally, to delete spam, and to steer conversations in a better direction. Your job is not to censor any bad reviews, but it is to make sure positive commenters have ample space to voice their concerns and opinions. It also helps to display yourself as a level-headed professional, which indeed turns bad post engagement into a excellent publicity.
How Many Shares?
Shares on Facebook are the gold mines of post engagement. A fan of your page may have a family friend who needs your services or wares, after all. The more shares, the more potential clients that are exposed to your business, and that’s the big picture. Any post engagement involving a share (especially with a positive comment) is great exposure for you.
Repeat engagement means that someone likes your brand so much that they return again and again. This means several things on Facebook. The more people like your posts, share your posts, and comment on your posts, the more others will be exposed to it organically (without the need for ads). Even when someone likes your page, only a small number of your posts get through to them unless they engage with it often. And if they never like or comment on anything you post, your page will be buried under more used avenues. Repeat engagement means a broader range for your content and possible conversions.
With every post, engagement, and interaction, you’re working toward possible conversions. Keeping your Facebook page up to date and full of noteworthy posts will attract all types of people. The key is to attract those who are looking to buy what you’re selling and keep their attention. Once you’ve established yourself as a business of interest to them, they’re more likely to pay you a visit when they need what you offer. It’s all about moving to the front of prospect’s minds on their time.
Facebook engagement is all about diligence and attention. Don’t worry about the numbers as long as the engagement you do receive – no matter how small – is meaningful. Be sure to make yourself available for comments, answers, and lots of thank you’s to show your leads that you’re there for them, always.